Omnicom Media Group's Resolution Media on Monday will introduce the digital behavior analysis tool and method it calls ClearTarget, which resembles the composition of a DNA string outlining human characteristics.
The underlying technology aims to give brands a deeper understanding of existing and potential customers by analyzing data in ways that link one segment to another. A handful of clients are testing the platform, which segments by age, gender, income, children, household size, ethnicity, languages and more.
ClearTarget pulls in search data from Google, Bing and Yahoo, as well as panel data from Hitwise, Quantcast and comScore to present a picture of the consumers that use a brand's site. The platform segments the data required to analyze the ad copy and campaigns. It then identifies opportunities, creative content and development, media strategy and demographics, target keywords, channels and platforms, and personas.
The trends based on audience personas rely on Forrester Research's customer lifecycle: discover, explore, buy, and engage, explains Erica Barth, the vice president of products and partnerships at Resolution Media. It allows brands to get a better understanding on what consumers do during any given cycle, as well as identify new audiences they didn't consider in the past. "We can't just focus on the tactics and optimize it," she said. "We need to have a deeper understanding of the audiences."
Target audience segments provide insight into technographic, psychographic and demographic data which builds a picture of a customer's journey through charts, graphs and analysis. Marketers will use the analysis gleaned from the data to determine the next step in the strategy. Barth said the bar charts will soon evolve into a tree map, allowing clients to zoom in and out, as well as click and funnel through several layers of visual data.
The platform will initially launch to support search engine marketing campaigns, but Barth said Resolution Media eventually will integrate social data, content, video and other digital channels.